New England

A Unique Guest Experience for a Unique Product

NEIRA

For over 100 years, New England Inns and Resorts has brought together a collection of New England’s most unique and authentic inns, resorts, and hotels with the mission of making each guest’s experience a memorable one. With that in mind, we wanted users to have that same memorable experience on their website. So we rebuilt their website from the ground up.

NEIRA Website Full Frame

The Goal

Improving ROI for NEIRA members was the major overarching goal of the project. Considering NEIRA’s mission of creating value for its members, a substantial focus of the project was placed on converting site users into gift card sales, site referrals, as well as wedding and group RFP’s. Therefore, conversion was the most important metric to gauge the success of the final result. 

As well as increasing conversions, there were a few other goals to keep in mind:

  • Position NEIRA as the go-to resource for New England trip planning and property research
  • Improve user experience - provide site users with a high quality experience across all devices
  • Encourage repeat visitation to the site and build brand affiliation
  • Improve member reporting and increase transparency to members
NERIA Landscape

 

The Approach

With 300 properties spanning across New England, organizing a seemingly endless amount of offers and packages with a wide range of other variables proved to be the greatest problem to solve. Whatever solution we proposed, it had to provide a seamless journey for the user when navigating the wide array of information and possible outcomes on the NEIRA website that resulted in the user leaving inspired to visit a NEIRA member. We certainly had our work cut out for ourselves.

NEIRA iPhone Image

Before we started building the website, we had to gain an intimate understanding of what NEIRA was all about and what their value proposition to their members was. With that in mind, we sought out what made NEIRA unique and what messages were essential to communicate on the site. 

Brand positioning

For travelers seeking authentic New England experiences NEIRA is a locally curated collection of the region’s most unique and authentic inns, resorts and hotels, offering a deep connection to the people and the place that you won’t get from the big travel sites or chain hotels.

NEIRA Website Long 1
NEIRA Website Long 2

Key Messaging

It was important to tie in NEIRA’s brand pillars of authenticity and uniqueness, hospitality & connection, and being proudly independent throughout the deliverable. Therefore, were developed these brand pillars into key messages we wanted the website to be built upon: curated experiences, legendary hospitality, connecting with real locals, having a variety of experiences available, and being independently owned.

These key messages became the foundation upon which we would build NEIRA’s site on.

NEIRA iPhone Multiple Image

The Results

  1. 1,853%
    Blog Inbound Traffic Increase 

  2. 35%
    Increase in Click-Throughs to Reservations

  3. 126%
    Increase in North America / Canada Visitation

 

NEIRA Hotel

 

Love it- I am thrilled. It looks fabulous, easy to navigate and most importantly it focuses on our members.
Beth Steucek CEO, New England Inn & Resorts

Want to see it for yourself? Take a look at www.newenglandinnsandresorts.com